National Trust asked Don’t Panic to create a legacy campaign that made gifts in wills feel emotionally resonant, not remote.
The key insight was that while legacy giving can feel difficult to talk about, everyone understands the quiet, bittersweet moment of leaving a place that matters.
We reframed leaving as an act of care for the future.
An Ode to Leaving is a poetic 60-second film following one woman as she reflects on a lifetime of departures from National Trust places. Shot across iconic sites and built from intimate, half-remembered moments, the campaign invites audiences to consider how leaving a gift in their will can ensure these places remain protected for generations to come.
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